MTU Library Catalogue

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The importance of being branded : an Irish perspective / John Fanning.

By: Fanning, John, B.Comm.
Material type: materialTypeLabelBookPublisher: Dublin, Ireland : The Liffey Press, c2006Description: ix, 345 p. : ill. ; 24 cm.ISBN: 190414893X; 9781904148937.Subject(s): Product management | Business names -- Ireland -- Management | Product management -- Ireland | Trademarks -- Management | Brand name products -- Ireland | Business names -- ManagementDDC classification: 658.827 FAN Summary: The critical importance of brand management in business success is universally acknowledged. This book covers topics like the Three Ages of Branding, How to Build a Strong Brand, the Four Critical Brand Issues Facing Irish Managers, the Myth of the Manipulated Consumer, the Six Cultural Contradictions in 21st Century Ireland, and much more.
Holdings
Item type Current library Call number Copy number Status Barcode
General lending MTU Kerry North Campus Library First Floor Main 658.827 FAN (Browse shelf(Opens below)) 1 Available 38888000570774
General lending MTU Kerry North Campus Library First Floor Main 658.827 FAN (Browse shelf(Opens below)) 2 Available 38888000570766
Total holds: 0

Enhanced descriptions from Syndetics:

This book studies the critical importance of brand management for business success in political parties, churches, countries, regions, and even individuals.

Includes bibliographical references and index.

The critical importance of brand management in business success is universally acknowledged. This book covers topics like the Three Ages of Branding, How to Build a Strong Brand, the Four Critical Brand Issues Facing Irish Managers, the Myth of the Manipulated Consumer, the Six Cultural Contradictions in 21st Century Ireland, and much more.

Table of contents provided by Syndetics

  • About the Author (p. vii)
  • Acknowledgements (p. viii)
  • Introduction (p. 1)
  • Part 1 The History and Development of Branding
  • Chapter 1 Brands and Branding: An Overview (p. 9)
  • Chapter 2 Why Brands? (p. 21)
  • Chapter 3 The Three Ages of Branding (p. 33)
  • Part 2 How to Build a Strong Brand
  • Chapter 4 Building Strong Brands (1): The Strategy (p. 57)
  • Chapter 5 Building Strong Brands (2): Communicating the Message (p. 89)
  • Chapter 6 Insights, Insights, Any Old Insights (p. 101)
  • Chapter 7 Two Hardy Annuals: Brand Extension and Brand Valuation (p. 141)
  • Part 3 Branding in Ireland: Four Critical Issues
  • Chapter 8 Consumer Goods Branding: Is There Any Future? (p. 161)
  • Chapter 9 Service Brands: Is There Any Difference? (p. 185)
  • Chapter 10 Local Brands: Is There Any Hope? (p. 209)
  • Chapter 11 Branding Ireland: Is There Any Point? (p. 233)
  • Part 4 The Future of Branding: What Next?
  • Chapter 12 The Myth of the Manipulated Consumer (p. 265)
  • Chapter 13 The Future of Branding (p. 299)
  • Chapter 14 Six Cultural Contradictions in Twenty-first-century Ireland (p. 323)
  • Index (p. 339)